One Book for Peace.
A book that sets verses from the Bible and the Quran side by side on ten shared themes, made for Bosnia and Herzegovina's Interreligious Council to show how much the two faiths have in common.
- Brand
- Interreligious Council in Bosnia and Herzegovina
- Market
- Bosnia and Herzegovina
- Region
- Global
- Year
- 2017
The challenge
Bosnia and Herzegovina's Interreligious Council wanted to counter religious prejudice and encourage dialogue by showing that Islam and Christianity share more than divides them (D&AD; Media Marketing).
The idea
'The ONE' book pairs verses from the Bible and the Quran on ten themes, from one God, peace and justice to love, forgiveness and hope, chosen by journalist Mirnes Kovač with an Islamic and a Christian theologian, in a simple design whose sleeve unfolds into a poster. According to the agency's entries, it launched on a prime-time show on Al Jazeera Balkans, copies went to figures including Pope Francis and UN Secretary-General António Guterres, and e-book and audiobook versions followed. The book was also released online a page at a time, and an audio poster on a path shared by a church and a mosque played the verses. Y&R Dubai made it with New Moment New Ideas Company of Belgrade.
Results
- 53 million impressions, reaching 96% of Bosnia and Herzegovina's population, with no paid media, according to the agency's Dubai Lynx entries
- Two weeks after the launch, faith leaders held a common prayer for the first time since the Bosnian War, according to the same entries
Case study source: D&AD Source ↗
Awards
- Cannes Lions 2017Radio & Audio LionsBronze
- Cannes Lions 2017Print & Publishing LionsBronze
- Cannes Lions 2017PR LionsBronze
- Cannes Lions 2017Promo & Activation LionsSilver
- Cannes Lions 2017Design LionsGold
- Dubai Lynx 2018: Golds in Branded Content and Print, Silver in Media and Bronze in Direct
- D&AD 2018: Graphite Pencil in Book Design, and Wood Pencils in Art Direction and Direct
Credits
- Journalist
- Mirnes Kovač
- Theologian (Islam)
- Muhamed Fazlović
- Theologian (Christianity)
- Pavle Mijović
